Italian food, a heritage for the culture and gastronomy of Italy, certainly, but also and perhaps more for its economy. There is one of the main ambassadors of Made in Italy Oscar Farinetti, the patron of Eataly, perhaps the most famous example of an innovative company in the food sector.
Farinetti will be the guest of the fourth edition of Festival of Food Journalism, and is expected on the morning of Friday 22 February.
"What projects to promote Italian food among Italians and the world", this is the title of the panel in which we will review the promotion and image strategies of one of the strongest sectors of our economy. It will also be an opportunity, a year after the year of Italian food, to take stock of how the system as a whole enhances our heritage or, on the contrary, presents gaps.
On the one hand, the example of Eataly has marked a possible course for the development of the agri-food sector. But the empire founded by Farinetti is not the only possible business model. What is certain is that Eataly has unleashed a sort of chain reaction that has reinforced the "brand" of Made in Italy, at least in its perception at a global level. In fact, starting from an undoubted intrinsic strength of the products - the Italian excellences - it was able to amplify the merits and therefore feed the appeal of our food and wine and global level. He did so by conquering the market (although I also received many criticisms) thanks to various strategies. Eataly is not only a "supermarket" today, but the company intends to be a cultural center, where Italian products of excellence are "explained", told, celebrated (just think of the many tasting courses that are held in stores of the chain.
